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Trumped? Hyundai Says It Will Maintain Current MSRPs
Hyundai Motor America today launched a Customer Assurance program “in response to dynamic market conditions and the potential impact of tariffs on the automotive industry.” This proposal may help customers who purchase or lease any new Hyundai vehicle between today and 2 June 2025. They might not see any increase in the Manufacturer’s Suggested Retail Price (MSRP) during the protection period. Genesis is also part of the proposal. However, dealers are able to set actual price of a vehicle under various State franchise laws and regulations. [See footnote 1] This appears to be a negotiating strategy with the lame-duck U.S. president, aka April Fool, who has just presented Wall Street with its worst week since the last Trump Administration.*
“At Hyundai, we have a long history of providing value and doing what’s right for our customers and communities,” claimed José Muñoz, president and CEO, Hyundai Motor Company, which includes the Genesis Hyundai and Kia brands. “We know consumers are uncertain about the potential for rising prices and we want to provide them with some stability in the coming months,” said Muñoz.
“Our commitment to maintaining the MSRP is another example of the focus we place on the consumer,” said Randy Parker, CEO, Hyundai Motor North America. “We understand the challenges consumers face in today’s economic climate, and we want to continue the momentum from record sales in March and the first quarter. This initiative builds on Hyundai’s legacy of supporting American consumers and investing in the U.S. market.”
Two weeks ago, Hyundai Motor Group announced an investment of $21 billion in the United States from 2025 to 2028 to expand manufacturing capabilities, advanced future technologies, and energy infrastructure in America. Hyundai claims it will create more than 100,000 direct and indirect jobs. This latest U.S. investment builds on the Group’s existing allocation of ~$20.5 billion since entering the U.S. market in 1986 that has created more than 570,000 jobs, by Hyundai’s tally.
*AutoInformed on
Inevitable Hyundai Footnote
[1] Hyundai Customer Assurance applies to the manufacturer’s suggested retail price (“MSRP”) for new Hyundai vehicles sold on or before June 2, 2025. Hyundai Motor America will not increase the MSRP for new Hyundai vehicles on or before June 2, 2025. Dealer sets actual price of vehicle. MSRP excludes freight charges, tax, title, and license fees. Freight charges and actual dealer prices may vary. Must take delivery from dealer stock by 2 June 2025. See a participating Hyundai dealer for details.